This book examines the ways in which luxury fashion brands use their heritage in their digital storytelling and marketing.

With chapters from authors in China and Macau (PRC), India, Romania, Turkey, the United Kingdom, and the United States, covering British, Chinese, French, Japanese, Indian, Italian, and Turkish brands, this truly global collection is the first book of its kind devoted solely to the emerging study of digital heritage storytelling. This method of reaching potential consumers and perpetuating brand identity is a hugely important factor in the marketing of luxury brands and has yet to be studied comprehensively.

The book will be of interest to scholars working in fashion studies, fashion history, design history, design studies, digital humanities, and fashion marketing.

chapter |15 pages


ByAmanda Sikarskie

part I|51 pages


chapter 1|19 pages

Picture Perfect

Hermès, Its Silk Scarves, and Twenty-First-Century Experiential Events
ByMadeleine Luckel

chapter 2|13 pages

The Good, the Bad, and the Ugly

Dolce & Gabbana and Narratives of Heritage and National Identity
ByAlice Dallabona, Stefano Giani

part II|85 pages

Visual Cultures

chapter 4|16 pages

The Exotic as Luxury

Visual Narrative Advertisements of Indian Luxury Goods on Instagram
ByRimi Nandy

chapter 5|16 pages

"Terrain of Every Hue"

Locating the Luxury Knitwear Trade in Scotland's Landscapes
ByMarina Moskowitz

chapter 6|17 pages

Stories of Turkish Cultural Heritage Motifs Subject to Digital Marketing in Fashion

ByZaliha Karabacak, Ayşe Aslı Sezgin

chapter 7|17 pages

Louboutin's Red

Using Color to Connect France's Past and Present
ByAlexandra Jordan Thelin

chapter 8|17 pages

Japan's Fashion Subculture

Lolita, From Cuteness to Feminist Revolution and Escapism
ByCrînguţa-Irina Pelea

part III|35 pages

Spaces and Technologies

chapter 9|17 pages

Constructing an Affective Retail Space

Bodily Engagement With a Luxury Fashion Brand Through Spatial and Heritage Storytelling
ByPeng Liu, Lan Lan

chapter 10|16 pages

New Old Stories

The Temporal Landscape in Fortnum & Mason's Digital Heritage Storytelling
ByFederica Carlotto, Andrea Tanner